A 14 day multi-wave launch event for the K03 All-Terrain tyre.
BF Goodrich’s biggest and most important product launch of the year for Michelin, bringing guests from all over the world to the Gold Coast to experience the new K03 All-Terrain tyre. WAPH were engaged to create a truly immersive experience, from check in at the hotel, right through to departure. Featuring 8 overlapping waves of guests and a number of bespoke driving experiences as well as stunning evening events and activities.
Emphasise brand heritage: Highlight BFGoodrich’s rich legacy with more than 150 years of industry leadership and achievements as well as address regions where BFGoodrich is perceived as niche and elevate it’s visibility amongst the target audience. All whilst showing off their innovative and exceptional new K03 tyre.
We Are Phoenix took this brief and truly created something special, taking over the Sirromet Winery and building 3 separate and unique 4x4 driving tracks to allow guests a hands on experience testing the K03’s capabilities. All based out of a bespoke custom-built hub, a pop up event space showcasing the history of BFGoodrich and fitted with state of the art LED’s and specialised activations. Over 250 attendees attended, from over 15 different countries, across 8 waves - they were able to experience this truly once in a lifetime, full-day drive experience.
Each of the waves were also given a gourmet dining experience in the evening, sampling local wines and flavours as well as a number of entertainment options and an immersive treasure hunt, all reinforcing the brands presence.
All accommodation and travel was arranged with the We are Phoenix touch. Including a custom and exclusive check in experience for all guests, complete with full branding and guest management.
Built out of a desire to inspire change, Phoenix provides a platform for brands to come to life. We Challenge, We Nurture, We Curate - pushing the boundaries of aligned and leading brands to amplify their cause and build their legacy.
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